Topps continues its stranglehold on the baseball card market into the upcoming 2023 season with another flagship set scheduled for release. For over 70 years, Topps has been the sole producer of Major League Baseball’s licensed cards and maintains a monopoly that has faced very little competition over the decades. A new challenger may emerge in the coming years which could disrupt Topps’ dominance. Let’s take a closer look at what collectors and enthusiasts can expect from Topps 2023 baseball cards as well as the potential for change on the horizon.
The Topps 2023 flagship set is expected to follow the same basic template that collectors have become accustomed to. As in past seasons, there will be several different product releases leading up to and during the season with various number of cards per pack and insert hit ratios. The iconic design on the fronts of the cards will remain largely unchanged aside from the updated year and any graphical tweaks Topps decides on. Routine parallels, short prints, and autograph/relic cards will make their return to appeal to collectors seeking rarer and higher-end versions of the base cards.
Rookies continue to be the lifeblood of the hobby and Topps will undoubtedly focus on highlighting the next generation of MLB stars in their first card. This year’s rookie class features touted prospects like Druw Jones, Emerson Hancock, and Dustin Harris who collectors will be eager to add to their collections. Superfractor parallels of key rookies can sell for thousands, so pulling a prized rookie will still provide the excitement that keeps the industry booming. Set checklists will mainly showcase current MLB players but may expand to include retired greats, key prospects and international players as inserts.
Product packaging and release schedules have evolved in recent years to maximize initial hype and ongoing interest. Topps’ flagship Series 1 is still expected to hit shelves in early March to capture opening day excitement. Subsequent Series 2 and high-end products with narrowed checklists are now spread out throughout the summer instead of a single fanfare release. This keeps the sets and chase cards continuously fresh for the collecting community and fuels breakers/resellers. Exclusive hobby shop and online retailer releases are also planned to entice customers to specific vendors.
On the business front, despite facing less competition, Topps has experienced shifts in recent years that threaten its long-held grasp. The company was purchased in 2021 by Fanatics, the dominant online retailer known for its rights deals with the NFL, NBA, MLB and other leagues. This raise questions about Topps’ future product strategy and allocation approach under the new ownership which also controls exclusive trading card rights for several other major sports. With Fanatics’ immense resources, a unified approach across all their licensees could potentially emerge.
Perhaps the biggest disrupter could come from a new competitor entering the market in 2025 when Topps’ current MLBPA license expires. Rumors have circulated that Panini America may make a strong bid to acquire baseball card rights that year which would challenge Topps for the first time. Panini produces premium cards for the NFL, NBA, Euroleague and various international competitions. They have brand recognition and relationships that could draw collectors tired of Topps’ unchanged formula. However, Topps will likely use their incumbent advantage and Fanatics backing to strongly defend their license, so baseball fans may not see real competition imminently.
Whether by 2023 or beyond, changes do appear to be coming for the baseball card industry long-dominated by Topps alone. While their flagship product line is expected to remain much the same this upcoming season, collectibles enthusiasts will be watching to see how new ownership and potential future competition impacts offerings. die-hard fans of the traditional Topps experience need not worry just yet, but shifts on the business end may gradually usher in alterations for this iconic brand after over half a century at the helm. No matter what transpires behind the scenes, the thrill of pulling a prized rookie card remains a feeling unlike any other for collector of all ages.
